THE LAZY NIGERIAN DOLLAR EARNER…….
Making Money Online has never been this easy.
It is my pleasure to introduce you to what I called the Lazy Nigerian Dollar Earner. We will talk about how we can make money charging restaurants who need a reservation solution. This would not be just any booking service or third-party plugin on their website…
In fact, it will be the only solution they need. Owners recognize the power Google can give them; this means we can charge them for implementing a simple reservation system on Google.
Yes, there are many vendors and third-party services who offer these types of reservation systems to restaurants; HOWEVER, Google has something that none of them have; a deep reach into almost every pocket in almost every market over the world.
This obviously includes the smaller local markets and “main street” businesses. Here rests the opportunity for anybody willing to seize the day and grab it while it is within arm’s reach. In the US, when someone somewhere gets hungry and/or wants to take the family out to dinner, they will pull out their smartphone and look up local restaurants on Google. What they find is often a few Google Maps listings right at the top of the page, along with some organic search results, Facebook pages, and review sites, etc…
Many times, this search is for a restaurant that the consumer may already know quite well, and when convenient the consumer uses the digital services offered by that restaurant.
These are most often online ordering and call-ahead seating. The latter of which is effectively a reservation. Giving consumers the option to book during this search increases the value of that customer and grows the restaurant’s revenue by ensuring that customer chooses their restaurant and not another.
Loyalty from a single customer seems insignificant; however, restaurants make their money on volume and revisits — the more food they sell, the greater the return. Existing customers are easily compelled to spend more because they already like the food and view the restaurant favorably. It wouldn’t be a tough sell to push them into spending 30% more at the store.
This class effectively gives you the tools to become the hero who increases overall customer volume.
And don’t forget, the methods also open up a channel for new customers to find the restaurant. When new customers start spending their money on take-out and dine-in, the growth of a restaurant is significant.
Now think about this:
Since the consumer is using a host of Google products, the restaurant needs to be using Google products to reach new customers and get existing customers spending more. Restaurants historically see tremendous benefits using Google’s platform, and owners do recognize the opportunity. They might be a little hesitant because they never had a real solution executed properly. I see these cases many times with owners who tried the free Google advertising postcard, which offered a credit of around $50 to $100. These owners used the promo credit and then spent cash on advertising without actually doing any keyword research. Nor did they have a properly executed offer that collected the customer database, offered a funnel and path to a sale, nor offered the ability to measure the results of a campaign and match interactions to sales revenue.
The ultimate problem?
Many of the restaurant owners are not marketers. The most successful restaurateurs are incredibly effective networkers and are almost always labeled as “people persons.” Their charisma makes people feel at home in a restaurant. Their disposition is uplifting and nurturing; ready to cater to the hunger of a guest.
“Keep the customer happy with the food and the experience,” owners think to themselves — so that the consumer returns and spends more money. The more people they meet and enchant with their charm, the better the restaurant does, and the more money he or she will put into their pockets.
Despite this epic struggle and beautiful understanding of restaurant customers, owners will often make terrible online marketing managers, and their growth is punished as a result. Some are even old-fashioned dinosaurs who just avoid the internet altogether. This is not truly their fault, in a sense, because owners wear many hats. They rarely have time for “special projects,” although some are very intrepid; willing to try new advertising schemes.
Nevertheless, owners are busy running their restaurant — addressing problems in the kitchen, ordering provisions, doing the books, and interacting with guests, vendors, and staff. Their time is in very short supply. An owner often works long hours on the restaurant floor, and then more long hours in the office doing paperwork. Sometimes they even take this work home with them.
What if we could save them some time?
Saving time is a fundamental quality that I want you to keep in mind; providing a quality service that grows revenue and saves the owner time is almost valuable beyond measure. It improves lives. This is an end-result of the services you will provide, and ultimately one of your hottest selling points when approaching a client. If we could grow their business, they could afford another manager (or a better one) …or hire another chef to keep the kitchen in check …or hire an in-house bookkeeper & office staff.
Do you see the cascading benefits developing?
Growth in a business buys the owner the power to hire staff and delegate. Removing tasks from their shoulders, and thus freeing up the most precious of resources — time! Now, some owners are savvy with the tools, but most do not have a grip on the concepts that make a marketing campaign effective and measurable, so we will also talk about how to approach and sell owners with tactics that educate the prospect, while simultaneously destroying any and all objections.
Also, consider that some owners are using other reservation systems, but that this, on its face, matters very little. If they are not using Google, they are missing out on a 10 to 30% increase in revenue, owing simply to the power-grip that the giant search company has with consumers.
Google has the best, most valuable traffic in the world. It is the best traffic money can buy, so using their reservation system is critical.
Pro Tip: A restaurateur will often refer to their establishment as a “store” and we will use “store” to reference a restaurant many times through-out this class. So, we recognize that Google delivers measurable results, even giving us the tools to measure those results, but I want you to remember these two most important measures of success in the eyes of the owner:
1. the volume of reservations (qualified traffic)
2. the percentage who keep them (revenue)
These two metrics will be the most important aspects of our campaign, so I want you to start thinking about them. It doesn’t matter that you offer a reservation system, print media, videos, etc; all of those products don’t actually matter. They are all a means to an end. That END is what is important to the client who will be paying you for a service to drive revenue, and these two metrics helps correlate our campaign to that increase in revenue.
SPECIAL NOTE: This article is specific to restaurants, but what I will teach you could also easily be adapted to service other niches who accept bookings online.
A system to “manage bookings” is obviously a valuable thing, but nowhere near as valuable as a “revenue generator” that delivers something more tangible. Tools are rarely used without a purpose, so remember that you’re not just selling a tool, you’re selling a campaign to put butts into chairs and drive up revenue. And for this, owners would be willing to pay you each and every month to maintain and grow the campaign to keep that increased revenue coming in.
What you’re reading right now is a brand-new service you can offer clients, but more so than that; it is something you can do to earn a real income. Whether your goal is some extra money or a way to dump your day job, all you have to do is just trade in a little time; often just 1 hour per day to make small, incremental progress.
This progress compounds over time.
Small progress over time produces SUBSTANTIAL changes in your life and financial position. It all begins with a little bit of study and then setting a goal of approaching/following up with just a handful of prospects per day.
Do this each day for 30 days and you will have clients. With a little effort and follow-up, you will get replies, at which point you give the owner a walk-through of the process and sell with the benefits I will lay out for you later on in this course.
Now, let’s take a deep dive into the service you will be offering.
Let me quickly chip this in. Cold emailing clients can be very frustrating and tiring but don’t give up. An average of 5 clients in every 100 emails, maybe. So don’t relent.
Next, set a goal of doing follow up (each day) for any prospects who did not respond to your initial outreach event. Many of the deals I’ve booked were from people who initially ignored or missed my first message.
Restaurant owners are busy people. Sometimes they simply forget to respond to a proposal, even if they liked it. A follow-up can get you more deals than just sending out emails once to each owner. Lastly, set the bigger goal of three to five flagship clients a month. These are clients who are able and willing to buy a lot of services from you. This is entirely possible for anyone, even if you have little to no experience.
The service we’re providing gives the consumer the option to reserve a table, and it also gives the restaurant access to Google’s local search audience. These two advantages are used to persuade owners and operators of most food service establishments to pay you to manage this part of their online marketing, and more.
HOW RESERVATIONS WORK
Now some of us here have made a reservation (I’ve not made any) at a restaurant prior to reading this class but follow along with me for a minute. Let’s explore the fundamentals of restaurant reservations, the consumer’s point of view and the requirements you’ll need to meet to best serve your clients.
With regards to the consumer:
Rather than stand in front of the restaurant for up to an hour, (or in many cases, waiting for a table with a couple of hungry and restless friends) consumers often prefer to be seated when they arrive.
RESERVATIONS AS MARKETING
You could look at the process as just accepting a time, but the central idea of any business development endeavor is to do it smartly, with diligence, and with an eye on the outcome — more money generated, or whatever the goal is for that campaign.
To take a simple approach, you could just set up a reservation system and call it a day. This would be a worthy service, but then you’re just selling a reservation system and nothing else. You would rob yourself of earnings and long-term business growth.
Instead, we sell reservations as a campaign for business development. After all, the restaurant is a business whose product is food and experience.
Use reservations (a.k.a bookings) as a tool for developing new business and position it as such with your clientele. What you have now is not just a tool to handle a transaction. It is a tool that CREATES transactions. We will do this using the Reserve with Google offering that is provided in Google Maps.
The Reserve With Google platform leverages the existing source of traffic and household use of the Google Maps platform. It truly gives us an advantage because patrons check Google when searching for a place to eat.
We also don’t need to depend on the customer going to the restaurant’s website. We can rely solely on the traffic on Google. And to develop new customers, we just need to increase traffic on the client’s Google profile, and the reservation tool and restaurant’s services do the rest.
In short, Google’s new tools offer such features and benefits, and it is with this tool that we will be providing services to local restaurants. Using this platform also gives us the opportunity to sell Google My Biz profile services, local advertising on social media, email marketing, and other related digital services. You should now see that this one service opens all of the doors.
SETTING UP RESERVATIONS
Before you get started, it is important to remember that unless a restaurant is listed in Google My Business (GmB,) you generally will not be able to set up your Google profile to accept reservations.
You can, however, set up a system to take booking requests (a type of reservation) which will be an analog to the reservation system you will set up for your client.
This analog will also allow you to demonstrate the technology to your restaurant prospects so they can see how it all works. You will need your client’s physical address to enable any booking feature.
To get started, you will need a Google account, log in to your client’s Google My Business Profile, and a little time to go through the setup process.
NOTE: Google does not have an online verification process in place for this service. Once a profile is set up, and you wish to verify; Google will send you a postcard with a verification number in the Postal Mail to the address on the profile. This postcard takes about 5 business days to arrive.
Lastly, if you are managing multiple locations, you will need to activate bookings for each location separately because bookings are locked to a specific GmB profile location.
Step 1: Sign into your Client’s Google My Business profile: https://business.google.com/
Step 2: In the menu, select Bookings
Step 3: Select a booking provider: For restaurants, there are several options to choose from. See this link for a complete
Step 4: Sign up with the provider of your choice for the restaurant client. You will generally want to discuss the provider, benefits, fees, and other concerns with your client prior to selecting a partner.
Step 5: Follow the verification process detailed in the next section. There truly is not much else to this setup beyond following the deployment steps for the specific provider you and your client selects for their restaurant.
Additional information for a reservation partner is available on the provider’s website, including all terms, fees, and conditions. Additional information regarding Google My Business booking services is available here: https://support.google.com/business/answer/7475773?hl=en
Once you receive your Post Card, you should see “Pending Verification” on your GMB management panel.
Enter the verification code you received in the mail here to verify the profile. When working with clients, have the client give you the postcard or verification code when it arrives.
FINDING & LANDING RESTAURANT CLIENTS
As this edition is specific to restaurants, this section will only deal with the process of finding, qualifying, and selling food service establishments. Selling this service is quite easy, particularly to a restaurant that does not accept call-ahead seating or reservations. It is also not difficult to persuade a restaurant who is already offering reservations to ‘switch’ to using a Google-connected system.
Remember: if the business is not using Google to its maximum potential while the customer is using Google to search for a restaurant, your client is losing revenue. Over the long term, they would be losing a significant amount of business to the competition by failing to use a Google-connected system. Few owners can resist this argument because they already know Google is a dominating force.
The increased volume of business is ultimately what you are selling. It represents the tangible benefit of more money and every improvement to the owner’s life that follows. This fact is the hottest benefit that your service offers, so keep this in mind as you interact with prospects.
To get started, we will want to start looking in specific areas for restaurants that would use this type of feature. Some food service establishment might not find this useful, such as small eateries or pizzerias. Obviously, you would not offer this to businesses already using Reserve with Google. Keep that in mind, too. You only want to offer this to restaurants that have a need; such as those with a considerable number of tables or a commonly known wait time for tables during the rush hours.
In the next class, I will walk you through the straightforward process of finding stores and closing the deal.
In the first place, we’re looking for food service establishments that are not already offering some kind of reservation systems. You could also find restaurants that are offering another type of booking service that is not Google-connected.
You might find the latter a bit more difficult to sell as they have been using that system for some time or might have some other attachment. They can still be sold and persuaded to use your service; however, I want you to segment these leads from the others because your approach will be different.
Pick a Lead Source
An effective lead source is Google Maps because it gives everything we need to help find and qualify the business as a potential buyer.
1. Go to Google Maps: https://www.google.com/maps
2. 2. Search “restaurants” in any location
3. Go through results and find those that accept bookings and those who do not.
4. Build a contact list for each record found
I’ll walk you through an example:
Above are the results from a search in Summerville, South Carolina; a nice town by all accounts, and growing quite rapidly. There are a number of restaurants in the downtown area, and we’ll click through them to see which ones might use the service and determine whether they are offering reservations already. This one store already offers reservations, and you can tell by the “Reserve A Table” button right on the profile.
Clicking through to other stores, I found that most are not offering a reservation option. Some stores do not meet the criteria, as their business model does not support reservations, but many do! For example, a bar that serves food is generally not focused solely on the food aspect, but more on the atmosphere and drinks, yet they will often show up in the restaurant category when searching. Now, let’s see what a profile looks like when not offering bookings:
Most results display the “Suggest An Edit” option:
See the difference between profiles? Notice you have all the contact information for the prospect right there in the GmB profile card. You can also visit the prospect’s website and gather other information there, such as an email address. This quick research will also yield prospects who need a new website or have missing or broken features that you could service.
Now that you have an idea of what to look for; we’ll move onto the next step of building a list of prospects to contact.
ADDITIONAL LEAD SOURCES
You can get email leads from a curated lead source that has produced results in the past. It is just important to realize that these lists, while curated, are cold leads. They are not qualified as restaurants that need or even buy reservation services. We are assuming they do simply by the nature of their business mode.
You can purchase lists here: https://dmdatabases.com/…/business-owner-leadsemail-list-ma…
It is not advisable to use a mass-mailer system to contact these leads, simply because bulk mail to non-opt-in addresses are a fantastic way to get on a spam list.
While it is time-consuming, working down an email listing manually (sending email to each one via an email client) will produce more favorable results since you can gauge interest based on replies and not have to worry too much about spam. (check with local laws regarding unsolicited emails).
You can get a significant amount of email addresses from this source; however, it will require some up-front investment, as most businesses do.
Lastly, you can find free email addresses that are published by the owner. You can find these by searching for “restaurants” in a particular location on https://www.manta.com/. If a business owner does not publish their email address, you will need to contact the business owner by phone and request it from their staff.
GOOGLE HACK TO FIND PROSPECTS
You can use a search phrase in Google to find a list of restaurants that will meet your criteria.
This custom search is formatted as follows:
“Niche” + “Type of Restaurant” + “Location” — “Reservation”
This search tells good to include + all of those terms and exclude results of pages that have the word reservation on them. This works because the search will only return pages that don’t have a reservation.
Alternatively, you could include the word reservation by change the — to a + symbol. This finds pages that have it on their site, so you can exam their site and see if they are a prospect.
“Niche” + “Type of Restaurant” + “Location” + ”Reservation”
Note: the quotes and operators (+ and -) and spacing are important! Failing to include these things will produce unexpected results.
After doing this search you can go through the listings and examine sites or start going through the Google Maps result. I found the latter to be much faster to find prospects. Just click down through the list and find the cards that do not contain a reservation button.
“restaurant” + “Italian” + “Chicago” -reservation
It returns all the restaurants in the niche and centers the map on Chicago. Since this is GMaps and not specifically Google Search, the results you see will contain restaurants in the area already on Google Reservations. Screenshot these and use them to prove to a nearby restaurant that their competitors are stealing all of the online patrons. Yet many of the results will not have a reservation button. These will be great prospects providing they are willing to offer reservations in this space.
The major service we are providing is configuring their GmB profile to accept reservations. The comfortable price point for this service is between $200 and $300 per client. You can lean on the high side because most restaurants will not get sticker shock (perceive the price as too high) at such a low point of even $300.
To raise your value, you can include other things with your service, but these items should not be elaborate nor require much time for you to rollout. You can include Google Profile Optimization (ensuring info is updates, pictures, posts, etc). This will set you up for a monthly package of $97 to $297 to manage their marketing messaging, posts, updates, and management of their profile, among other upsells and services that they will buy from you.
Outreach Email Template
SUBJECT: Your reservation system is broken!
Do you know that you are losing reservations from patrons in TOWN? This is because you are not using Google’s new reservation system, and 90% of your online customers are using Google to decide on a place to eat, tonight! Without being active in this Google space, you are simply leaving money on the table; new business that your competition is getting.
Do you want to capture these search customers and have them making reservations at your restaurant and not your competitor? If so, then simply reply to this email with “I’m interested” and we’ll go from there, If not, please let me know and I’ll pass this opportunity onto another restaurant in TOWN.
DON’T COPY MY MAIL OO
COMMON GROWTH SERVICES
There are a few services most commonly needed by a restaurant beyond a Google-connected reservation system.
1. Reputation Management
2. Website & Promotional Landing Pages
3. Social Media Content
4. Email Management
5. Event And Local Advertising
6. Radio & Print Media
All of these services are available to be outsourced or managed by a third-party as a consultant. Often the business owner does not have time to manage these themselves, so you would make an offer to run campaigns on these platforms.